Colin Jeffery, David&Goliath
Brand Name: Wrangler (Europe)
Agency/Site Creator: Kokokaka
URL: http://eu.wrangler.com/
What is unusual and effective about this website?
Too many websites become victims of the latest web technology, sacrificing the user experience for distracting and often complicated interfaces. The Wrangler Europe site is simple and refreshing, resisting the urge to use overcomplicated techniques and technology. Created with what seems to be simple video, green screen, and a vintage visual treatment, the Wrangler site expresses the lifestyle experience while showing off some of the apparel in a format not new to the web -- just done simply, modestly, and with restraint.
The Blue Bell site that Kokokaka also created, linked on the bottom left, is also impressive. Using similar techniques along with interactive video, you can drag and toss around the models in one of the most fun shopping experiences I've seen on the web.
How would you improve this website?
My only two complaints: You can't buy the clothing online, and more importantly, if you're going to offer an experience that involves undressing models, there should absolutely be a female section.
Brand Name: WIRED iPad App
Agency/Site Creator: In collaboration with Adobe
URL: http://itunes.apple.com/us/app/wired-magazine/id373903654?mt=8
What is unusual and effective about this website?
The iPad was recently launched to thousands of skeptics calling it a larger iPhone. Most of the initial applications launched on the device proved the skeptics right -- they were simple reformats to a new interface and larger screen. WIRED is one of the first to completely embrace the technology of this device, prove its capabilities, and more importantly, redefine how people will consume print and media in the future. And specifically, from an advertising perspective, the hybrid between print and digital is a completely new and exciting platform to explore. The WIRED app really gave me a glimpse of things to come, and I'm excited.
How would you improve this website?
It's difficult to say what needs improving, but some of the things I am looking forward to seeing are: more integration between text and the web, such as being able to link to more information on topics or names; the evolution of photos and infographics to animation, video, and 3-D experiences; and the integration within social networking to share, comment, and create a more social experience than print currently offers.
Colin Jeffery is executive creative director at David&Goliath.
